E-commerce: 5-question checklist for eliminating products

Simply put, the number of choices offered to a customer impacts their ability to make decisions. She illustrated this point during her classic TEDTalk featuring an experiment in a supermarket using jam.

Offer too many choices, and customers become paralyzed to make any decision, or not the one you were hoping for.

Optimizing choice is also why I love A/B testing, as it helps you put these kinds of ideas into real-world practice in your marketing efforts.

In this MarketingExperiments Blog post, we’ll look at two tests recently featured in one of our Web clinics on marketing multiple products plus a valuable checklist that you can apply to your own work.

Control

In the control, the MECLABS research team suspected the generic call-to-action in the main eye-path was not creating enough value force to move customers forward in the conversion process.

Treatment

For the treatment, the team also hypothesized that a single product with a drop-down selection would increase conversion by reducing friction in the mind of the customer.

Results

By reducing the overlap of products, the treatment was able to guide customers to the right product for their needs.

Sometimes less is not more

Reducing choices when possible may seem like the best option, but if you’re not careful, you can eliminate too many choices.

Control

In the control, there were three separate products for three different sizes of engines that could be selected using a radio button.

Treatment

In the treatment, the marketers wanted to understand the effect of reducing the product selection down to a single product.

Results

The result in this experiment was a 35% decrease in conversion as too many choices had been eliminated.

What you need to understand

When you put it all together, there’s a fine line between offering customers too many choices or not enough.

Lucky for us, we have testing and optimization as a process to discover that line in our unique product offerings.

So before you start trimming products or adding more choices, try using the checklist above to assess your multi-product pages.

Hopefully, it will help you add a few great testing ideas to your queue that results in an improved experience for your customers.

Internet Marketing Products

Affiliate Tools HQ Membership SiteA Membership Site For Online Marketers Who Are Serious About Making Money Online. Developed By Respected Online Marketers, Paula And Wanda, From Affiliate Blog Online.

CPA Method Core SPECIAL14 Year Old kid cracks into a new internet marketing goldmine and banks daily from the travel industry. Find out how...

Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, we will receive an affiliate commission. Regardless, we only recommend products or services we believe will add value to our readers.

Post navigation

Your email address will not be published. Required fields are marked *

Comment

Name *

Email *

Website

Make Money Online

BECOME A DIGITAL NOMAD: 15 JOBS TO MAKE MONEY ONLINE - YouTube

The 20 Rules of Money

Internet Marketing Training

Over the last several days, if you’re lucky enough to be on my list, you’ve received several educational emails about the power of belief and how to make your first money online. You see a lot of successful business people who manage to create success after success after success. Some big name industry titans even …

How To Build a Loyal Audience to Generate Inspiration From Within Your Community

Internet Marketing Products

CPA Method Core SPECIAL14 Year Old kid cracks into a new internet marketing goldmine and banks daily from the travel industry. Find out how...

Affiliate Tools HQ Membership SiteA Membership Site For Online Marketers Who Are Serious About Making Money Online. Developed By Respected Online Marketers, Paula And Wanda, From Affiliate Blog Online.